Bella Italia Gelato Launch

While the brief was to link Bella Italia back to Italy using a vehicle for product display, our team suggested the cuteness of a Piaggio Trike in which we installed gelato display freezers with extra covered storage for additional flavours.

At the same time we had to design the unit so Bella Italia could promote the health benefits of their gelato over what we know as ice cream. They are different and gelato has far less calories. See below if you’re an ice cream fan.

We had suggested a Ferrari (well it is Italian) but for some reason this was turned down by the client.

The brief was slightly daunting at first. It was to commission a vehicle with roots back to Italy, to best present the launch of Bella Italia’s new Gelato range of desserts. These would be seen at press houses in London and parked outside various Bella Italia outlets to promote the Gelato. They would give away free samples and gain attention from the media and their customers.

We had to install a hand washing station in the trike to maintain compliance required when handling food, as well as the freezers and covered storage and display. The end client also got a road legal drivable vehicle that allowed them to travel to various locations and gain additional exposure. It was cute and gained attention wherever it went.

A cool quirk of the Piaggio is that the roof section was able to open and close at the push of a button, allowing the end user to setup and deliver this service with just one person.

Lots of attention for the desserts, lots of desserts given away and lots of press coverage for the brand and the trike. And a fair few desserts tested by our team.

Mainstream public confuse gelato for being ice cream when they are actually different finished products, although gelato is the Italian word for ice cream. Bella Italia’s product starts out with a similar custard base as ice cream but has a higher proportion of milk and a lower proportion of cream and eggs (or no eggs at all). It is churned at a much slower rate, incorporating less air and leaving the gelato denser than ice cream.

While ice cream has 14 to 17 percent milkfat, gelato contains just 3 to 8 percent. That’s because ice cream uses lots of heavy cream, while gelato uses milk. Meanwhile, a similar portion of gelato packs in just 90 calories, 3 grams of fat, and 10 grams of sugar, making it the healthier choice for you!